Reflections on the MRS Conference

It was great to attend my first face to face MRS conference and everyone looked excited to be back to the usual conference set up and meeting friends, old and new.

The phrase that stood out for me was “not what but why” and the importance of making sure we understand cultural and generational differences.  As Chris Molloy from Brand Potential summarised “now is the time for qualitative research to understand how people are navigating the challenges more so than ever”.  Utilising accurate translations of surveys and qualitative data, brands can identify the customers they need to target and the customers they need to retain by utilising the data to inform business goals.

After the recent years of uncertainty in global economies, translation is playing an increasingly important role in market research to ensure companies communicate effectively and authentically with their customers, wherever they are in the world.

We need to make sure we understand the “why” from customers and human translations ensure we have an understanding of context, culture, tone and nuance.

David Murray, Business Development Manager